People used to be embarrassed to shop at No Frills. But saving money isn’t something to be ashamed of. So we turned getting more for less into a badge of honour and gave No Frills shoppers a new identity: Hauler.

Instead of acting like a discount grocer, we acted like a cultural icon and teased the campaign the way an artist would tease an album drop: with cryptic wild postings and a line of streetwear that FADER magazine called “actually cool.” All this led to the release of an epic music video that redefined what it means to shop at No Frills.

The typography is fresh and bold—we experimented with textural repetition and deconstruction within the brand’s signature yellow and black. It’s gritty, raw, and relevant, and brings new life to No Frills in the social space we live in.

Awards
D&AD – Graphite Pencil
CMA – Gold
Effie Canada – Gold
Strategy Agency of the Year

Agency: john st.